Netflix Reimagines India Strategy To Aim For Mass Appeal With Diverse Content Lineup

Netflix has embarked on a strategic overhaul in India over the past couple of years, slashing subscription prices and forging partnerships with mobile operators to expand its reach. This bold move is part of the streaming major’s commitment to attracting a wider audience, evident from its announcement of a new slate of Hindi movies and shows.

What to know: High-profile projects like “Maharaj,” produced by Yash Raj Films and starring Aamir Khan’s son Junaid, alongside Taapsee Pannu’s “Phir Ayee Haseen Dillruba,” and “Sikander Ka Muqaddar” by Neeraj Pandey, underscore Netflix’s aim to resonate with diverse viewers.

Netflix desires to move beyond its perceived upscale niche and engage with a broad spectrum of Indian viewers.

Titles like “Heeramandi: The Diamond Bazaar,” a period drama by Sanjay Leela Bhansali, and a comedy special featuring Kapil Sharma, align with this inclusive approach. Furthermore, Netflix’s Indian content has gained international acclaim, with shows like “Mission Majnu” and “Kathal” trending in Netflix’s global top 10 weekly lists, underscoring the global appeal of its Indian selections.

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Focus on originals: Despite these efforts, critics mention in a report by Mint that Netflix still leans heavily on acquiring blockbuster films post-theatrical release, a strategy seen as less innovative compared to developing compelling original content. However, Netflix actively defends its focus on originals, highlighting the development of a rich content pipeline across India.

“What you saw last year was programmed two years before and today, we're programming for 2025 and 2026. It's our responsibility to programme forward, for an audience that we know we will be touching (by then) because of the choices we make in any given year or month,” Monika Shergill, vice-president of content at Netflix India tells Mint.

This balanced approach between licensing high-profile movies and investing in originals is pivotal to Netflix’s strategy for captivating both Indian and global audiences.

Amidst a global economic downturn that has seen a slowdown in spending by streaming platforms, Netflix India’s revenue and profit have shown remarkable growth, validating its strategic decisions in the market.

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Editors Note: The editorial team extends its sincere apologies for the inaccuracies in the previous version of the story. We have accurately updated the copy to reflect the company's latest plans.